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SOAS, University of London – Spoken Word Campaign

We have literally never done anything quite like this, this has been my favourite project I’ve worked on in my 4 years at SOAS

Tawnya Cheatheam

Director of Marketing, Student Recruitment and Admissions

The Start

We were tasked with evolving and revitalising the SOAS brand and aligning the brand strategy to the new SOAS corporate strategy.

The Middle

Because we were implementing such a change of strategy, we wanted to ensure that every facet of the university was living and breathing it, so we set our mystery shopping team to work.

We developed the new brand proposition for SOAS, utilising a variety of our tried and tested tools (golden circle, brand tower, brand narrative and value propositions), before brainstorming a new strapline for SOAS.

‘The World’s University’ quickly rose to the top as the favourite gaining swift buy in from the Executive Board at SOAS.

We filmed 2 high-value production hero videos on campus covering off their key USPs/ differentiators, then launched the new brand with them…

The End

As well as YouTube and Meta, we utilised The Guardian’s SeenThis streaming solution to maximise reach and reduce impact on the environment from digital advertising – the results opened our eyes. Plus, we commissioned a brand metrics study which yet again proved the effectiveness of our campaign.


To discuss your next TV, video content or digital advertising project with us, get in touch at nick.friend@hunterlodge.co.uk


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